BtoB articles from February 2003

BtoB archives from February 2003

Marketers re-evaluate research; Expensive methods such as surveying are first to go.(News)
February 10, 2003... Byline: KATE MADDOX Bound by budget constraints, companies are seeking lower-cost methods to conduct market research or forgoing some kinds of research entirely, according to industry observers. In 2001, U.S. companies spent $6.16...

Hindsight - February 1957: Brainstorming.(Opinion)(Brief Article)
February 10, 2003... Industrial Marketing's "Barnstorming with Brainstorming" caravan rolled into Boston and solicited ideas from a panel of marketing experts on how a company with a "no liquor" policy could drive traffic to its trade show booth. Among the 80...

GE campaign brings 'good things' to an end; Emphasis on b-to-b divisions an attempt to move image of industrial giant beyond light bulbs and appliances.(News)(General Electric Co., BBDO Worldwide Inc.)
February 10, 2003... Byline: SEAN CALLAHAN Mention GE and people think light bulbs and refrigerators. But the first TV spots in Fairfield, Conn.-based General Electric Co.'s new $100 million advertising campaign feature jet engines, plastics and medical...

Managing your team in a tough economy.(Opinion)(marketing team motivation)
February 10, 2003... Byline: Tracey Turner Today's uncertain economy poses a challenge for many managers of marketing teams: How do you keep staff motivated and productive when you're unable to offer additional financial incentives? Moreover, how can you...

BtoB Q&A: IBM finds strength in alliances; Rothman explains her approach to successful marketing partnerships.(News)(Joan Rothman)(Interview)
February 10, 2003... Byline: ELLIS BOOKER AND CAROL KROL Joan Rothman manages global marketing of IBM's top strategic alliances-a program that involves 153 companies. As VP-IBM Global Solutions Marketing, she is responsible for internal and external marketing,...

Spend some serious time, money on internal marketing.(Opinion)
February 10, 2003... Byline: Ellis Booker `The cobbler's children have no shoes.'' That's certainly true when it comes to internal marketing and branding. Even a few years back-when businesses were flush with cash and marketing departments were joyfully...

Exclusive - Survey: tech CMOs struggle with budget.(News)(chief marketing officers and advertising spend)
February 10, 2003... Byline: SEAN CALLAHAN Facing stagnant revenues and moribund capital markets, technology companies have slashed ad budgets, cut marketing staff and elevated lead generation as a priority over branding, according to ``Marketing Under Siege...

Agenda.(Calendar/Datebook)(Calendar)
February 10, 2003... Feb. 12 BtoB's NetMarketing Breakfast BtoB magazine New York Grand Hyatt Hotel (212) 210-0206 www.btobonline.com/cgi-bin/calendar.pl Feb. 12-14 CRM Technology Decisions Conference SearchCRM.com ...

Dow Jones mulls Saturday edition of the `Journal'.(News)(Brief Article)
February 10, 2003... Byline: MATTHEW SCHWARTZ If Dow Jones & Co. launches a Saturday edition of The Wall Street Journal, could a six-day work week be far behind? Dow Jones ran a Saturday edition of its flagship publication from 1889 until 1953, when stocks...

Quote Unquote.(Opinion)(Federal Reserve Board's Roger Ferguson)(Brief Article)
February 10, 2003... ``The impact of a Gulf war on the U.S. economy is, I think, unpredictable. Unpredictable doesn't mean necessarily... that everything would be negative; it's just literally unpredictable.'' Federal Reserve Vice Chairman Roger Ferguson,...

Targeted road shows upstage big events.(News)
February 10, 2003... Byline: KATE MADDOX AND CAROL KROL Huge, multiday industry trade shows packed with multimillion-dollar exhibit booths are falling by the wayside as many b-to-b marketers pursue smaller, targeted road shows to reach their core audiences. ...

CRM Briefs.(customer relationship management)(Brief Article)
February 10, 2003... Convergys lands postal service contract Convergys Corp., Cincinnati, has won a four-year contract to handle the U.S. Postal Service's outsourced customer service operations. Convergys will operate call center facilities for the postal...

New Campaigns.(Advertising; Computer Associates International Inc., WebEx Communications Inc.)(Brief Article)
February 10, 2003... Computer Associates spotlights new program Computer Associates' latest global ad campaign plugs the company's FlexSelect licensing model with the new tagline: ``Our software sold your way.'' The campaign, created by Young & Rubicam, has...

Different lists for different needs.(Direct & Database Special Report: List Management)
February 10, 2003... The following are the major types of rental lists. * Response: These contain the names of people who responded to an offer, made a purchase, or subscribed to something via a direct channel. * Compiled: These contain names gathered from...

Correction.(Corrections)(Correction Notice)
February 10, 2003... In Chasers (Jan. 13, page 30), the agency that created a TV spot for Ricoh Co. Ltd. was incorrectly identified as Gigante Vaz & Partners. Lowe, New York, created the ad.

Beyond The Biz; Seeing the world from an insect's perspective.(Briefs)
February 10, 2003... To get a bug's eye view for a TV commercial breaking this month for chemical client FMC Corp., ad agency NKH&W hired Flying-Cam Inc., Santa Monica, Calif., to provide a remote-control helicopter with a camera attached for aerial shots. The...

Quick Hits; Andrews resigns as CEO of Primedia unit.(Briefs)
February 10, 2003... Tim Andrews resigned last Thursday as CEO of Primedia Business Magazines & Media. Andrews had reached the end of a three-year contract and has secured another, as yet undisclosed, job, according to a company spokesman. Andrews presided over...

CRM focus will be on integration in 2003; Tech expert says `multichannel' CRM will connect all customer interaction points.(CRM Strategies)(Patricia Seybold Group discusses customer relationship management trends)(Interview)
February 10, 2003... Byline: KATE MADDOX Patricia Seybold, founder and CEO of the Patricia Seybold Group Inc., Boston, is a 24-year veteran of high-tech consulting. After witnessing the waves of customer relationship management implementations undertaken by...

Technology Marketing; Maximize your message with these successful strategies.(NetMarketing)(Panel Discussion)
February 10, 2003... Byline: Mitch Wagner Technology companies have been leaders in Internet marketing from the very beginning. The first banner ads appeared in October 1994 and, since then, Internet marketing has grown up fast. The advertising component has...

Buyers and sellers embrace new ad formats; Industry hopes that IAB's recently proposed formats will make online ads more effective.(Advertising)(Interactive Advertising Bureau)
February 10, 2003... Byline: KATE MADDOX Online advertising buyers and sellers say new online ad formats and rich-media guidelines being developed by the Interactive Advertising Bureau will make the Web an easier-to-use and more effective advertising medium....

Guest Column: Key to tech marketing is integrated message.(NetMarketing)(Column)
February 10, 2003... Byline: Michael McLaren The concept of ``integrated communications'' seems so easy and logical. It seems smart to bring all the various communications disciplines together into a cohesive and connected message. But anyone who works in...

BtoB Q&A: Worldata exec sees healthier year in '03.(Direct & Database Special Report: List Management)(Jay Schwedelson)(Interview)
February 10, 2003... Byline: CAROL KROL Jay Schwedelson, corporate VP of list manager Worldata Inc., sees a better year in 2003 for the list rental industry, with activity picking up across an array of industries. Schwedelson addressed the outlook for this...

The Profile Box: Stewart takes charge of Cygnus' Vulcan assets.(Business Media)(Cygnus Business Media's Frances Stewart; acquisition of Vulcan Publications)(Brief Article)
February 10, 2003... Byline: MATTHEW SCHWARTZ In her new role as group VP of Cygnus Business Media, Frances Stewart is overseeing the marketing of assets Cygnus added last June when it bought Vulcan Publications. The deal-one of many by Cygnus since...

Trade show managers cautious about 2003; Poll shows few expect growth in attendees, exhibit space as competition increases.(News)(International Association for Exhibition Management)
February 10, 2003... Byline: MATTHEW SCHWARTZ It's going to be a bumpy ride for trade show executives this year. A survey released last month found that very few trade show managers anticipate their events will grow in 2003. The survey, conducted on...

Business picks up for list managers as companies begin prospecting again.(Direct & Database Special Report: List Management)
February 10, 2003... Byline: CAROL KROL The list industry appears poised for a gradual comeback this year if the current rate of renewed activity-both online and off-can be sustained. ``Several of our customers are giving us strong commitments in direct...

Cooperative databases gain favor with direct marketers.(Direct & Database Special Report: List Management)
February 10, 2003... Byline: CAROL KROL Almost two-thirds of b-to-b direct marketers don't rent or exchange their customer files, according to the Direct Marketing Association. But list managers are helping those that do through cooperative databases. ...

With dot-coms long gone, big game had slim pickin's.(Chasers)(Super Bowl XXXVII commercials)
February 10, 2003... With EDS' cats all rounded up and the dot-coms long gone, the Chasers only had a handful of b-to-b commercials to watch during Super Bowl XXXVII. You'd think more b-to-b advertisers would be willing to pony up $2.25 million to get their...

Goat or Gloat.(Chasers)(Network Associates Inc.'s McAfee Security and Computer Associates International Inc.)(Brief Article)
February 10, 2003... Company: McAfee Security, a unit of Network Associates Inc., Santa Clara, Calif. Agency: Grey Advertising, San Francisco Market: Corporate security and network managers Quick chase: Not a bad idea to lure an audience of computer geeks with a...

Cut to the Chase: Print.(Chasers)(Nortel Networks Corp. advertising campaign)(Brief Article)
February 10, 2003... Company: Nortel Networks Ltd., Brampton, Ontario Agency: N/A Market: Network administrators Quick chase: This ad reminds us that typography is often the least understood part of b-to-b advertising. All too often, the text-the most important...

Cut to the Chase: Television.(Chasers)(Cargill Inc. advertising campaign)(Brief Article)
February 10, 2003... Company: Cargill Inc., Wayzata, Minn. Agency: Martin/Williams, Minneapolis Market: Investors, corporate executives Quick chase: Here's another standard-issue institutional spot for a big U.S. company. You've seen the type before, and, no doubt,...

Case Study: Diminishing returns from direct mail efforts prompt Shoreline to use e-mail lists.(Direct & Database Special Report: List Management)(Shoreline Communications, CNET Networks Inc.)
February 10, 2003... Byline: CAROL KROL Some companies tell horror stories about e-mail marketing campaigns that raise the ire of prospects because they view the messages as spam. But Shoreline Communications encountered quite the opposite results when it...

Case Study: The big-picture strategy.(NetMarketing)
February 10, 2003... Byline: KAREN J. BANNAN When network storage manufacturer EMC Corp. plans a new marketing campaign, the concept of integration is a major consideration. EMC has a varied and extensive storage product line that cuts across many customer...

Case Study: The product-specific campaign.(NetMarketing)(Softek Storage Manager)
February 10, 2003... Byline: KATE MADDOX Fujitsu Softek, a storage management company owned by Japan-based Fujitsu Ltd., needed a way to reach a tightly targeted audience for its Softek Storage Manager product, as well as to build awareness of the new product...

Intermediating innovation.(Opinion)(Column)
February 10, 2003... Byline: Richard A. Siegel Innovation drives the economy, yet every year billions of dollars worth of promising innovations are under-commercialized or shelved. Often these lost opportunities involve radical breakthroughs with no clear path...

Media News.(Business Media)
February 10, 2003... Reed Business forms new publishing unit Reed Business Information Media Group has formed RBI Press, a new business unit that plans to publish books for the business, professional, institutional, school and library markets. Fred Ciporen was...

Penton tries to get back on track; Company sheds several non-core assets, seeks to leverage existing properties.(Business Media)(Company Profile)
February 10, 2003... Byline: MATTHEW SCHWARTZ After being blindsided by the tech wreck, Penton Media Inc. Chairman-CEO Tom Kemp said he is starting to see some light. ``We think we've bought ourselves enough time to get to the bottom of the b-to-b...